Success on race circuits around the globe in 2023 has given Aston Martin buyers a new favourite paint colour.
Motorsport-inspired Racing Green has become the brand’s most chosen option, based upon new car retail data.
Last year, Aston Martin found that almost one quarter of customers (24 percent) picked from one of nine shades of green for their new supercar or SUV.
Among these, the distinctive Aston Martin Racing Green, offered in either a gloss or satin finish, was the top choice for buyers.
Nine shades of green
Aston Martin Racing Green now accounts for 12 percent of new models sold, up from seven percent the previous year. The colour was only added to the brand’s palette in 2021, intended to celebrate Aston Martin’s return to Formula One.
Peak interest in the green paint colour coincided with Fernando Alonso taking a historic podium finish for the Aston Martin F1 team.
Alonso’s third place in the season-opening Bahrain Grand Prix created a 29 percent increase in traffic to the Aston Martin website, along with a spike in orders for Racing Green-painted cars.
The success of Aston Martin Racing Green has seen traditional favourite colours slip down the popularity rankings. Xenon Grey was the second most popular colour in 2023, followed by Magnetic Silver.
The Fernando Alonso effect
Aston Martin’s Formula 1 involvement has already proved to be a positive influence for sales. Nearly three quarters (72 percent) of those buying F1-inspired special editions were new to the brand.
In addition, Aston Martin experienced a 20 percent increase in online configurations sent to dealers on race weekends, compared to non-race weekends in 2023.
Marco Mattiacci, chief brand and commercial officer at Aston Martin, said: “Our presence on the grid has propelled the brand onto the global stage, but also captured the imagination of loyal and new customers who are specifying more cars in green than ever before.
“Just as James Bond made the Silver Birch paint tone synonymous with DB5 and the brand more broadly, 60 years on, Aston Martin’s on-track success is putting Racing Green at the forefront of customers’ minds when purchasing their Aston Martin.”
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